Hi Surf is a clever example of brand name choice - simple, straight to the point, but with a fun twist of layered meanings. We hear echoes of high tide, Hawaii, high five, and of course 'hello!' You can go further down the meaning rabbit hole if you want, with totally radical surf culture implications tied to that 'high' feeling one gets when they've ridden a monster wave and come out the other side...
Dynamic shapes convey a feeling of being at the ocean
We chose a fat Sans typeface to create the Hi Surf logo, with some modifications. The swoop of the H gives this logo life, like a surfer hurtling down a blue wave tunnel, or a hand flashing through the air to give a well-deserved high five.
The power of fusion..
Another playful and space-saving trick - we condensed the word 'hi' to create a logo that can also be read as a word in itself. This multifunctional logo can now serve as part of the bigger wordmark when paired with 'surf' or stand alone as a more abstract representative of the brand. Which, is really what a logo is all about. More than communicating an exact message, an excellent logo identifies a brand and is easy to remember. (They say you should be able to draw a logo from memory after looking at it for 3 seconds).
